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The 2026 SEGD Branded Environments event arrives in Los Angeles—one of the world’s most influential centers for sports culture, entertainment, and immersive brand experiences. Over two days of talks and tours, SEGD brings together designers, brand leaders, architects, technologists, and venue professionals to explore how experience design is reshaping audience connection across sports and entertainment.
This streamlined, high-impact program examines how brands come to life in physical space—where storytelling, technology, and environment intersect to create energy, emotion, and meaning.
Who Should Attend
Experience designers, brand strategists, architects, fabricators, technologists, sports and entertainment professionals, and anyone shaping how brands are experienced IRL.
Join Us
Join SEGD in Los Angeles on March 18–19, 2026, for a focused exploration of branded environments in a city that continues to define what’s next.
Game night at Crypto.com Arena—where digital media, atmosphere, and brand storytelling come together at scale. Photo courtesy of Daktronics.
Why Los Angeles
Los Angeles offers an unparalleled backdrop for this conversation. Home to iconic sports franchises, next-generation stadiums and arenas, Hollywood storytelling, immersive attractions, and a globally diverse creative community, LA is where branded experiences set international standards.
Fandom might start on a screen, but it’s also felt in the body, in place, and in shared moments.
Unexpected Places, Powerful Brand Experiences– Rob Bischoff, Gensler Sponsored by SignAgent
Monetizing Legacy Venues Through Experience– Monique Reaves, Rose Bowl Stadium; Peter Beck, Forty Nine Degrees; and moderated by Dani Sims, Forty Nine Degrees Sponsored by MOSS
Networking Break 10:45 am – 11:15 am
Morning Sessions 11:15 am – 12:15 pm
Full Throttle Fandom Drives Destination– Allan Benavides, Ontario Tower Buzzers; Scott Ochoa, City of Ontario, California; moderated by Corey Mintz, Populous Sponsored by TFN Architectural Signage
Morning Wrap-Up
Lunch on your own 12:15 pm – 1:30pm
Afternoon Sessions 1:30 pm – 2:30 pm
The Future of Fandom– Todd Humphrey, Highmark Sports; Dr. Paul J. Zak, Immersion Neuroscience; Jonny Greco, SHINE ENTERTAINMENT; Kate Francis, Elevate Creative; moderated by Ricki Pasinelli, Immersion Neuroscience Sponsored by CRĒO Industrial Arts
Designing for Belief– Brad Jones, Jack Porter Sponsored by Nanolumens
Networking Break 3:00 pm – 3:30 pm
Afternoon Sessions 3:00 pm – 5:45 pm
Built to Win: Culture and Loyalty– Francisco Besa, Populous
The Evolution of Experiential Storytelling– Josh Roush, Movetic
Designing Fandom for LA28– Ric Edwards, LA28; moderated by Nu Goteh, Room for Magic Sponsored by DCL (Design Communications Ltd.)
Keynote Speakers Insights from leaders in experiential branding, sports venue design, entertainment strategy, and technology.
Expert Panels Conversations on fan engagement, digital innovation, venue storytelling, and the evolving audience journey.
Networking Opportunities Dedicated time to connect with designers, creative studios, brand teams, and venue operators.
Los Angeles Tours Behind-the-scenes access to influential sports, entertainment, and immersive environments. Final tour details to be announced.
Plan Your Travel
Accommodations
SEGD does not offer an official hotel room block for this event. Attendees are encouraged to book accommodations in or near downtown Los Angeles.
Nearby hotels include The Westin Bonaventure Hotel & Suites, The Biltmore Los Angeles, and InterContinental Los Angeles Downtown, along with many additional options throughout DTLA.
Partnership Opportunities
SEGD Branded Environments offers targeted sponsorship opportunities for brands engaging leaders in sports, entertainment, and experiential design. Partnerships provide visibility across tours, symposium sessions, and networking moments—aligning your brand with innovation, thought leadership, and cultural relevance.
Contact Kristin Bennani at kristin@segd.org for sponsorship inquiries.
